Throughout the promo, a variety of imagery featuring talent from across the NBCU News Group family is featured, ranging from in studio and on the field shots, with “ NBC Nightly News” and anchor Lester Holt featured a bit more prominently. Viewers then see “This is truth be told” followed by “This is the world watching” before the “This is who are” tagline appears followed by the CNBC, Sky News, NBC News, Noticias Telemundo and MSNBC logos, in that order from left to right.

It then switches to emphasizing teamwork with the lines “This is together for the story,” “This is covering every angle” and “This is reporting from every field.” The next few lines emphasize journalism: “This is chasing down the sources,” “This is check and check it again,” “This is asking the hard questions” and “This is voices being heard.” In the “universal” spot, the on screen text, another trademark of the campaign, starts with the line “This is it,” which has been used in other iterations of the promos.

The campaign, which was originally used for only MSNBC and has since spawned numerous variations across the NBC News family, is hallmarked by a musical bed that gradually increases in speed and volume combined with dramatic imagery. NBC News‘ “This is who we are” campaign has spread its wings across the entire NBCUniversal News Group family.

Msnbc commercial this is who we are